Strategic Brand Engagement: Using HR and Marketing to Connect Your Brand, Customers, Channel Partners and Employees - Softcover

"Bursting with ideas and strategies...Strategic Brand Engagement really gets into the nitty gritty of how the minds of your employees work" (PR Week)

"An admirable, well-structured book that contains lots of useful arguments, definitions, stats and case studies. If you want a comprehensive 'How to' manual for employee engagement, this is it." (B2B Marketing)

"The focus on strategy and the offering of a framework makes (this book) more useful than many business books on the market... a well-written and practical guide on a timely topic." (HR Magazine)

"His (John Fisher's) book makes an excellent primer for anyone seeking to understand...the new process of brand creation and delivery." (Enterprise Engagement Alliance Blog, USA)

"All organizations today are rightly obsessed with how to generate engagement, and John Fisher's strategic review of how to go about it in a practical way is a very good guide for executive action. A well-written, evidence-based and highly useful book." (Adrian Furnham, Professor of Psychology, University College of London)

The consumer brand of any organization is crucial to its long term business success. Just as important is the employer brand of the organization, vital to attracting talent and retaining an engaged workforce. Despite the critical connection between internal and external brand engagement, these areas remain firmly entrenched in the traditional silos of HR, internal communication and marketing, wasting resources and even contradicting each other instead of pursuing a common goal. By breaking down traditional silos Strategic Brand Engagement offers a new approach for developing brand and employee engagement in any organization. It presents a strategic model showing how to develop organisational values in line with corporate branding, aligning key HR responsibilities such as recruitment and performance with the overall brand, developing a consistent communications strategy, and measuring the impact of these strategies.